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I had the opportunity to golf with the President of a large sports franchise a few weeks back and found it a fascinating day asking questions about the “business of sport”. At some point, we moved around to discussing the importance of marketing and image in sports, which inevitably lead to a conversation on Tiger Woods, the documentary “The Rise and Fall of Tiger Woods” and how his image continues to struggle. In the end, we all agreed that it is because of attitude.

Consider the following case in point (made by my golfing companion): Michael Vick. Convicted of some pretty nasty crimes – a vehicle he owned was involved in marijuana distribution, failed drug tests, petty theft and the most heinous – dog fighting that included torture and execution of under performing dogs. He was convicted federally, did his time and came out with an apologetic manner and managed his image, doing charity work for the Humane Society and a number of other important public moves (A good overview here) starting in 2009.

What happens? $100M contract and not a lot of talk about his past. Even if I am sceptical as to the authenticity of his rehabilitation and authenticity, at least he is making the right steps and has been rewarded.

Another great example of that is Martha Stewart. If there was ever a case of humility, that is it – jailed as an object lesson for others while hundreds of larger white collar, inside traders run free, she managed it with dignity and came out just as strong, or perhaps even stronger. I know that I respect her.

Tiger Woods stepped from behind a microphone, thankful to be done with a short interview that felt like an intrusion. He took 23 questions, most of them about his golf, a few others about his left leg, then walked off without looking at anyone.

“That’s why you guys listen,” he muttered under his breath, “and I play.”

He was as dismissive as ever, another example of how much has changed in his world, and how little he realizes it.

He has never been apologetic or humble. He still acts like he is No.1, not No. 30, which means that people are no longer tolerating his arrogance and overlooking his shortcomings due to his strong performance.

Which reinforces how important humility is at all times. Imagine how successful these people would have been through the tough times had they been humble from the start. People tolerate arrogant behaviour from the sales rep or high flying manager/leader when they are on top, but await their fall, ready to relish in their failure. However, those same people will help the successful person reach greater heights and through tough times if that person gives back, acknowledges the contributions of others, says thank-you, remains humble and supportive of others.

Unfortunately for Tiger, he was never coached to be that person when he was successful and it would appear that no one is around to point out the Michael Vick lesson to him now …..